How to make inclusivity more effective | JMA with Bobbi Brown & Google

DEI-otherwise known as diversity, equity, and inclusion-is a hot topic these days.
And while it's, you know, the right thing to do in general, DEI is also good business. So if you wanna make money AND do the right thing? You're gonna wanna watch.
---
It's a fact: companies that are more diverse earn more money, and even the worst business owner (or in America's case, the commander in chief) likes the sound of that. But what is it about diversity that actually sells more stuff? What classifies as 'diverse'? And how the hell do you do it authentically?
Not to worry justice warriors. In this short 'n' sweet JMA clip Jeff Miner (and a few experts) break down the why, how, and wow of how to 'do' diversity, and how to do it well, with a mini deep dive into Bobbi Brown's ad experimentation around foundation and make-up.
When it comes to beauty ads, what separates the best from the bland?
That’s what Jeff Miner Advertising set out to discover with three variations of beauty ad scripts for make-up legend Bobbi Brown.
Online video testing allows for a high degree of ad experimentation, resulting in real data to inform creative decision-making. With Bobbi Brown, we put theory into action with three slight variations on three different ads for their Skin Long Wear foundation:
📃Scripted brand: our neutral script focused on brand talking points
💅Casual script: lines in our actor’s own terms, increasing relatability
🤳Unscripted: included video selfie content, adding in elements of influencer culture
But hey, what good’s a test if you’re not optimizing for additional data in a carefully calculated way? With three different actors of varying skin shades, we were able to strategically test for additional data points and ensure Bobbi Brown was targeting the right demographics in the right channels.
Long-lasting foundation, with long-lasting results.
Ready to watch more luxury brands take on the world of RUclips advertising? We gotchu.
✊ How Coach took inclusive advertising in RUclips to new heights | JMA
🛍️ Do luxury brands require a different strategy for online advertising? | JMA
💓 How to use the nostalgia effect in times of crisis with Puma ads | JMA
-------
At Jeff Miner Advertising, we believe creativity is your most valuable business lever. Our collaborative approach to storytelling helps diagnose challenges and deliver solutions using bespoke combinations of technology, insight, and instinct; all with a healthy dose of video experimentation.
In other words, we put our money where our mouth is, scoring 5 Cannes Lions features while driving 3X better consideration lift and 5x better ROAS for our clients.
As a partner, JMA works with smart brands looking to revitalize their ad campaigns through:
💡 Strategy guidance
⚡ Creative consulting
📹 Video development
🧠 Thought leadership
When it comes to our work, we believe in showing, not telling 👇
Discover more 🌐 www.jeffmineradvertising.com
Watch and learn 🎥 • Shorts
Get in touch 👉 www.linkedin.com/in/jeffmineradvertising
Insight plus instinct // Create better than the best // Make something better.
a boutique creative practice.
#storytellinginadvertising
#youtubeadstrategy
#videoroi
#videoadstrategy
#youtubesounddesign
#jma
#jeffmineradvertising
#jmaadvertising